Prime Minister’s Coordinator for Tourism, Sardar Yasir Ilyas, has said Pakistan has the potential to generate massive Annual Revenue through tourism. He noted that the country’s natural beauty, historic sites, cultural heritage, and diverse religious destinations could bring in $30–40 billion annually.
In an interview, he announced that Pakistan will host its first international “Tourism Road Expo” in November. The event will showcase local attractions, traditional food, and cultural diversity. Cooking competitions with international chefs will also be part of the expo. Similar events are planned in London, Tajikistan, Uzbekistan, and Saudi Arabia.
Sardar Yasir described Prime Minister Shehbaz Sharif’s decision to declare tourism an industry as a historic step. He said it will strengthen the economy and improve Pakistan’s global image. He added that after the 18th Amendment, tourism was neglected due to provinces working separately, but national coordination is now being revived.
The government is restructuring the National Tourism Coordination Board and planning to lease unused properties to investors for 50–60 years. These sites will be used to develop modern tourist facilities. Digital e-portals are also under development to give tourists details on destinations, hotel bookings, and weather updates.
A new branding slogan — “Pakistan: Where Beauty Greets, History Speaks, and Adventure Leaves” — will be launched soon. According to Sardar Yasir, these efforts will play a key role in increasing Pakistan’s Annual Revenue from tourism.
However, he warned that deforestation and climate change remain serious challenges. He stressed the need for plantation drives and removal of encroachments to protect rivers and lakes. New projects include food streets, mini-parks, and a safari forest near Fateh Jang.
Visa policies have also been relaxed. Tourists from 126 countries can now apply online, with fees abolished. He said Pakistan must now market its strengths more effectively to achieve its full Annual Revenue potential in the global tourism sector.
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